The first blog dedicated to the apartment marketing/management business.

February 18, 2008

Citizens in marketing

The essence of marketing is no longer to push what "you think" the consumer wants to hear but rather to "converse and collaborate." It is to have a conversation. It is to build rapport. It is to have that conversation turn into something and or nothing. At least in direct form. You want to create communities that talk around and about your products and offering. You want to create the medium for them to do that. No longer are we prospecting but rather we are making friends. We want our friends to lease apartment homes from us. We want our friends to talk about their experience in doing so. And, we want their friends to meet us and do the same.